Four very different real-life women discuss how changing their hair has helped them with changing their life in a new campaign from Procter & Gamble's Herbal Essences haircare brand.
A documentary-style film, created by Swedish agency Forsman & Bodenfors but running in North America, features Brianna, a classical dancer who grew an Afro; Jazmin, a punk musician-turned-jazz artist; Trin, who cut her hair when she called off her wedding and Jesse, who cut her hair and shaved her head after the birth of her daughter. As well as the longer edit seen here, set to a cover of David Bowie's "Changes," the campaign includes individual videos that go more in-depth on each woman's story. The director was Vincent Haycock at Park Pictures.
The campaign encourages women to "embrace change" and "let life in." Research cited by Herbal Essences in an international survey of women aged 18-35 revealed that the majority of American (87%) and British (80%) women have made significant changes to their appearance after a big life change, and that one-third of women (33% in the U.S., 36% in the U.K.) believe it would be hard to change their lifestyle without also changing their hair.
As part of the campaign, Herbal Essences is also inviting women to contribute their own stories of change. Women can join the conversation on social media using #LetLifeIn and #EmbraceChange.